Corporate blogging! Now isn't that a contradiction in terms? I see blogging as an expression of a personal belief or interest. Corporations aren't persons and they basically have no other interests than making a buck. So wont a corporate blog almost always end up pretending to be personal when it is in reality strongly steered by professional marketeers with one goal - profit.
If a corporate blog was to work it would firstly have to be written by a real person not a marketing department and it would secondly have to be able to say both good and bad things about the company. This is where most corporations draw the line. Imagine a sausage manufacturing employee admitting online that a specific sausage made by her company is poor quality! Never gonna happen in a company sanctioned blog.
In many ways I can't help comparing the commercial embrace of blogs to the way corporations embraced the Internet back in the days before the bubble burst. Everybody wants it and nobody really wants to spend time analyzing whether or not it's the right tool for their business.
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